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6 Reasons Why Pictures Of Your Customers And Their Cars Can Be A Great Thing

By Eric Miltsch on Aug 9, 2013

A popular topic of debate is whether or not dealers should be posting pictures of their customers with their cars at delivery. 

I say GO FOR IT! And here's why: 

 

 

 

 

  1. It creates memorable, personal interactions with the customer
  2. Celebrating moments and telling stories about your brand is what social media is all about
  3. It helps drive the digital culture within your dealership
  4. Posting from mobile devices helps create more engagement
  5. Plus, why does it just have to be a photo? What about a Vine, or an Instagram video? Instragram now lets you upload video from your camera roll. Or, you could even try YouTube's awesome new video app: MixBit.

 

And here's the challenge - doing it with creativity. Don't just line up your customers in front of their car and force them to stand there lifeless. Everybody is doing that. Have fun with it. 

Add some context to their image as well. Tell the customer's story as to why they chose that vehicle. Where did they come from? Is there a special reason or story behind the purchase and/or usage? What were they driving before? Did they trade something in? 

Here's the biggest reason why I think you should be taking as many of these pictures and sharing them: Facebook's algorithm favors interaction with pictures. By creating more creative, fun pictures for your dealership's page, you're increasing the likelihood users will view them. By doing so, you're creating more opportunities for your images to show up in the content stream.

A new element of their algorithm is actually called "Last Actor." Facebook sees the last 50 people you have interacted with, such as people viewing your photos or liking your news feed stories. If a user is looking through your photos - because they're interesting enough - Facebook gives your content priority and show more of it to that user. The Last Actor change has already been enacted and is having an effect on content within the web and mobile news feed..

Start sharing. And have fun with it too. 

Comments

Interesting insight, Eric. I'm firmly on the GO FOR IT side of the discussion as well. In addition to what you've pointed out, I'd like to add this:

If you're more concerned with your Edgerank than with honoring a customer who just spent thousands of dollars with you, your approach to customer service needs serious examination. Imagine trying to explain that to someone who just bought a car--"We appreciate your business, but I'm afraid we don't think a picture of you is engaging enough to be on Facebook. Remember Flickr? Yeah...that's where it's going to end up."

True, delivery pictures usually aren't among the top "performing" types of content, but that's because social media so often tells us to measure the wrong things. What's a better indication of the health of dealership--20+ "Likes" on a piece of impersonal content, or photographic evidence that you sell cars?

Aug 13, 2013

Thanks for the heads up about MixBit, as well. I've downloaded the app and look forward to checking it out. You're always on top of the app game!

Aug 13, 2013

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